Park Resorts
More bookings for less money.
Our challenge from Park Resorts was to generate more business for less budget. The largest opportunity of the year was the annual brochure mailing to existing customers.
We segmented customer data based on recency, frequency, value and previous booking behaviour. Different pack formats were created (illustrated letter and brochure, mini-brochure, brochure request postcard and email) and tested across the customer base.
Packs were highly personalised based on the recipient’s previous booking behaviour – copy, images and offers changed.
We increased some response rates by up to 75% year on year, through better planning, compelling creative and innovative digital 1-to-1 personalisation.
In Year 2 we have cut tens of thousands from the cost of the activity by identifying the lowest cost format we needed to send by segment to secure a booking.
Highly personalised DM to customers
Copy, images, offers and call to action all change on a 1-to-1 basis
Data insights allowed for image tailoring by lifestage – e.g. 'Families’
Illustrated letter and brochure mailing
Value-based segmentation means lower propensity customers receive lower value comms
